Creating a new category that introduced a completely new product/service concept to the consumer or re-defined the way in which an existing category was being offered to consumers by presenting the product/service in a completely new and different format. Here, new category is defined as a category that came into existence less than two years ago.
Launch of a new product or service. This should highlight the need gap, elements of the marketing communication developed to address the need gap and to make the product/service relevant and unique to the consumer. This should include the entire marketing mix and programmes that created awareness and preference for the product/service.
Where a brand has been extended or stretched to enter into a new product category, targeted at the same audience or to a different target audience. This should describe the need gap that called for the brand extension, equity of the existing brand and how it was leveraged for the new product/service launch.
The award addresses the challenge the existing brand was facing, describes the gaps leading to stagnation for the brand, outlines the new value proposition, changes in elements of the marketing mix, communication and marketing programmes that would take the message to the consumer. It shouldn't just be about a new campaign or piece of communication launched after a long gap to reverse slowing growth.
The brand should have identified consumer need gaps and transformed the market with a game changing value proposition that delivers distinctive value giving a significant advantage over current players. This should be about brands that have displayed transformational growth by growing at more than 50% in a year. This is applicable for those brands and categories that have existed for more than two to three years.
Strengthening customer loyalty through a consistent customer retention strategy, showing how existing customers are valued and how relationship with existing consumers is strengthened through a sustained retention strategy involving regular communication through direct marketing, social media, customised offers, newsletters, catalogues & loyalty program.
Programs, innovations and initiatives launched at different stages of the customer journey from pre-purchase to purchase to post and repeat purchase service, in order to provide a seamless and delightful customer experience
Cases where solution to a specific business challenge was found through use of consumer insights like qualitative or quantitative research/small data/social listening/ ethnography/etc.
Cases where a solution to a specific business challenge was found through the use of Analytics/Big Data/AI/Machine Learning
The award is for a longer-term marketing strategy that can demonstrate successful results or metrics. Entries must set out the long-term goals under 'Objectives', outline how the goals have been broken down across a timeline under 'Strategy' and share the results to be able measure the long-term success.
The award is for creative and innovative thinking/swift action, where a business can demonstrate a change in model/product to enhance experiences or in response to an external factor. Entries must include innovation/creativity, clear strategic thinking, effectiveness and tangible results.
This award is for brands that put purpose at the centre of their brand and company strategy. Entries must provide evidence of how brand purpose has made a tangible difference to delivery of a brand or company’s strategy. This could include business performance – either through increased sales, business transformation or improved customer engagement. It could also include awareness of an issue or cause; behaviour change or contribution to a social welfare activity.
This award is for effective segmentation of customer or business markets for use in targeting and successful delivery of a brand’s strategy. The entrant brand must show how innovation and creative thinking in use of segmentation and targeting tools helped deliver a brand’s business objectives.
How a brand grew and business was generated on the back of impactful communication. How campaigns and marketing programmes were implemented across different touchpoints. Campaign starting from what value proposition needs to be communicated, consumer insight, creative idea, communication, media plan, execution of the plan, effectiveness and results thereof.
Cases where a campaign led by TV as the lead medium addressed a business challenge or took the brand to the next level. This should include the consumer insight leading to creative idea, communication, media plan and its effectiveness. (***TV should have been at least 50% of the media cost)
Cases where a campaign led by Print as the lead medium addressed a business challenge or took the brand to the next level. This should include the consumer insight leading to creative idea, communication, media plan and its effectiveness. (***Print should have been at least 50% of the media cost)
Cases where a campaign led by Radio as the lead medium addressed a business challenge or took the brand to the next level. This should include the consumer insight leading to creative idea, communication, media plan and its effectiveness. (***Radio should have been at least 50% of the media cost)
Cases where a campaign led by OOH as the lead medium addressed a business challenge or took the brand to the next level. This should include the consumer insight leading to creative idea, communication, media plan and its effectiveness. (***OOH should have been at least 50% of the media cost)
Cases where the customer was made to experience the product/service to communicate the brand's value proposition and creative idea. This could be through activation, direct marketing and social media, and should include the insight, the creative idea, execution and effectiveness. (***Experiential Marketing should have been at least 50% of the media cost)
Cases where a campaign led by the Digital medium as the lead medium addressed a business challenge or took the brand to the next level. This should include the consumer insight leading to creative idea, communication, media plan and its effectiveness. (***Digital Marketing should have been at least 50% of the media cost)
Cases where the communication was integrated across offline and online channels such that consumers would start with an offline platform and complete his/her journey (be it information, lead generation or sale) on the online platform. It needs to be shown how offline and online were leveraged in an integrated manner to help the consumer discover different aspects of the products/service. The reverse could also be possible - starting with online and completing with offline. Typically, call to action should have been a part of the campaign and should be highlighted when showcasing its results. (This should be more than just the same creative idea being adapted to different mediums)
Cases where an integrated experience for the consumer was created by aligning marketing objectives, messaging and communication across different channels and devices, and at least four media vehicles were a part of the campaign. This should include how the creative idea and communication was adapted to each medium to leverage the role that each medium plays in communication. The communication should have been across multiple media vehicles - mass media, experiential, offline and online formats of communication.
Cases where content has effectively engaged target audiences and achieved impressive evidence-based results. Entries should demonstrate distinct brand awareness, enhanced values and emotional impact on specific targeted audiences and must mention evidence-based results specifically achieved through the implementation of the campaign.
Cases where innovative technology such as AR/VR, AI, etc. were used to communicate product/service features, develop a product/ marketing programme/ campaign or communicate a campaign. It should involve finding out how the latest technology was used to get desired results.
This award is for the effective use of brand search – paid, organic or a mix of the two – in the delivery of a brand’s strategy. The entrant brand must show how search helped deliver a brand’s business objectives. Entries must include examples of creative and innovative thinking in tackling business, category, or sector.
This award is for the digital marketing campaign that has predominantly used one or more digital media platforms innovatively to communicate with the consumers or target audience and has shown significant impact.
Cases where development, repositioning, reinvigoration, or re-launch of a brand (product/service) is done through the use of PR. Created buzz and brand recognition, as well as measurable results, are all essential factors in determining the winner.
Cases where the effective use of influencers was made in the successful delivery of a brand’s strategy. Entries must demonstrate how innovation and creative thinking in use of influencers of any kind helped deliver a brand’s business objectives.
Cases where the sponsorship and partnership activity have been used effectively to deliver a brand’s strategy. The entrant brand must show how the sponsorship or partner initiative helped deliver a brand’s business objectives. Entries must include examples of creative and innovative thinking in tackling business, category, or sector challenges.
Programs/campaigns that involved a specific sport, league, team, or sportsperson, either for a live sport or esport, to differentiate a brand and bring the brand's positioning to life. The entry can be for how a brand was activated with a sports element, or brand activations for the sport, competition (IPL, Olympics, etc.), league, team or the sportspersons themselves.
Instances where a brand created an impact through a communication campaign on a tight budget. The brand must show proven effect on commercial success with a marketing budget limited to Rs 5,00,000. It should include strategy to spread the message; execution with originality of approach, creativity and innovation in the marketing plan. The result should be the achievements; and if applicable, proof of benefit to the overall business and to the umbrella brand.
Refresh or re-articulation of brand identity as reflected in the visual identity - the logo, typography, colour elements, brand elements. How the value proposition and brand identity were brought alive in product packaging, product or services, by providing a new face or element for a new look and feel for the brand in the market.
Emphasis is on how marketing objectives, value proposition and customer experience were brought alive through design of a physical space – be ita retail outlet, a service centre, a branch, a restaurant, or the set for an event.
This category is to recognise brand building and communication in industries that have unique audiences or are governed by unique regulations.
Entrants must provide evidence of the methods utilized in marketing campaigns for a not-for-profit cause/CSR or public service organisation, that would have delivered a concrete and lasting effect. The considerations here would be the value delivered, changes of public perception and return on marketing expenditure; and if applicable, proof of benefit to the overall business and to the umbrella brand.
This award is for effective delivery of strategy in business-to-business marketing. Entries must give examples of creative and innovative thinking in tackling business, category or sector challenges. It is open to any brand operating in B2B product and services.
This award is for effective delivery of strategy in the healthcare and and pharma sectors. Entries must give examples of creative and innovative thinking in tackling business, category or sector challenges. It is open to any brand operating in the healthcare and pharma sectors.
This award is for marketing activities which were targeted a specific age range such as children, teens, young adults, Millennials, Gen Z, or seniors. Entries must demonstrate how messaging and brand experience were tailored to reach a specific demographic and must include demographic description, insights, and results.
Programs/campaigns directed toward consumers on a local or regional level or targeted to specific geographic markets. Entries in this category must provide information on how the specific area was selected and explain the process of designing the campaign
This award for marketing programs/campaigns that utilized innovative brand activation strategies to support a brand that competed in and leveraged the unique aspects of a specific day or festival or a special occasion (For example, Valentine’s Day, Diwali, Gudi, Padwa, Onam, Pongal, Durga Puja, New Year) or themed selling season (Tax Saving Plans, Holidays).
These would be decided by the exchange4media editorial team and the Jury. No entries are invited for these awards.
This will be awarded to the brand or organisation that has won the maximum awards in Categories 1-4.
This award will recognise outstanding contributions in the field of marketing by an Individual marketer, a marketing communication professional, an academician or a marketing expert.
The nominee must have been in the marketing profession for at least 25 years and must meet one or more of the following criteria:
(i) Innovations that have had dramatic impact on business results
(ii) Increased the influence of marketing
(iii) Expanded marketing’s remit to include innovation and growth strategy
(iv) Developed new marketing tools and approaches or invented new forms of marketing research and measurement
(v) Developed other marketers through education, inspiration and specialist programs.
